``Frenemy'' of Two Giants: Amazon and Apple

Muxin Li () and Ksenia Shakhgildyan ()
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Muxin Li: IGIER, Bocconi University, Milan, Italy
Ksenia Shakhgildyan: Economics Department and IGIER, Bocconi University, Milan, Italy

No 25-06, Working Papers from NET Institute

Abstract: We study the competitive effects of the 2018 Apple–Amazon brand-gating agreement, which restricted sales of Apple products on Amazon to a small set of authorized resellers while granting Amazon privileged access to Apple’s portfolio. Using cross-country panel data and dynamic difference-in-difference and triple-differences designs, we document three main findings: (i) a sharp decline in seller participation and product variety, (ii) a substantial increase in Amazon’s Buy Box share and prices, and (iii) no significant improvement in product quality or evidence of counterfeit removal. The results suggest that the agreement reduced intra-brand competition and consumer welfare while reinforcing Amazon’s gatekeeping position, raising concerns for antitrust enforcement and digital platform regulation.

Keywords: Digital Platforms; Brand Gating; Vertical Restraints; Exclusive Dealing. (search for similar items in EconPapers)
JEL-codes: D22 L1 L2 L42 L51 (search for similar items in EconPapers)
Pages: 31 pages
Date: 2025-09
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